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New Belgium toasts bike month with label

BOULDER, CO (BRAIN) — New Belgium Brewing is paying homage to National Bike Month in May with special labels on its Fat Tire and Ranger IPA bottles that include the logo of nonprofit People For Bikes and encourage people to “Ride On!”

People For Bikes’ goal is for millions of Americans to sign its pledge to improve cycling infrastructure and get more people on bikes.

“New Belgium is honored to help spread the good word of the bicycle and encourage folks to sign the pledge,” said New Belgium’s Michael Craft. “Much like beer, bicycles make people smile and smiling is something we could all use a bit more of these days. Our brewery is so rooted in bicycles, it just makes good sense to use our craft to encourage advocacy.”

New Belgium has helped bike-related nonprofits raise more than $2 million with its traveling Tour de Fat bicycle carnival. The employee-owned, Fort Collins company has been recognized as one of Outside magazine’s best places to work and made the Wall Street Journal’s list of best small businesses. It’s also been designated as a bicycle-friendly business by the League of American Bicyclists.